Bassel Rifai joined Demant on 1 June as President of the Hearing Aids business area and  member of the Executive Leadership Team. This appointment will allow Søren Nielsen to focus fully on his position as President & CEO of the Demant Group. 
 
Bassel Rifai joins Demant from Ambu, where he most recently served as Executive Vice President and President of EMEA & APAC, having previously held the role of SVP Chief Marketing Officer. Prior to Ambu, he held a number of senior leadership positions at Johnson & Johnson. Before that, he worked in management consulting at McKinsey & Company.  
 
“I am pleased to welcome Bassel Rifai as the new President of Hearing Aids and member of Demant’s Executive Leadership Team. With a strategic mindset, Bassel brings a strong combination of a background in engineering and deep commercial leadership experience in medical technologies. With his in-depth understanding of healthcare markets, I am confident that Bassel, supported by the Hearing Aids leadership team and thousands of dedicated and passionate colleagues around the world, is the right profile to ensure that our Hearing Aids business continues to deliver industry-leading innovation and growth,” says Søren Nielsen, President & CEO of Demant. 
 
Commenting on his appointment, Bassel Rifai says: “I am very excited to join Demant at an important point in its growth journey. Demant has a strong legacy and a clear purpose to create life‑changing differences through hearing health. I look forward to leading the Hearing Aids organisation and continuing to advance innovation and value for users and customers.” 

 

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